Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism

Richard Gruner, Bryan Lukas, Amanda Spry

Research output: Contribution to conferenceAbstract

Abstract

This study examines the effect of customer participation in new product development (NPD) on product success. Survey responses collected from 128 matching, multiple-firm sources show that customer participation, through both online and offline channels, has a positive effect on new product success. Results also reveal that environmental dynamism moderates this relationship because it influences managers’ ability to cognitively process gathered information. This ability to cognitively process gathered information, in turn, impacts customer participation’s effect on product success, raising
the question of whether this market research technique in itself contributes to product outcomes. Results highlight the importance of carefully orchestrating consumer involvement in the NPD process.
Original languageEnglish
Publication statusPublished - 2014
EventAustralia and New Zealand Marketing Academy Conference: Agents of change - Griffith University, Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014
http://anzmac.org/resources/view/ANZMAC-2014-Proceedings

Conference

ConferenceAustralia and New Zealand Marketing Academy Conference
Abbreviated titleANZMAC 2014
CountryAustralia
CityBrisbane
Period1/12/143/12/14
Internet address

Fingerprint

New product development
Environmental dynamism
Customer participation
New product development process
New product success
Market research
Managers
Consumer involvement

Cite this

Gruner, R., Lukas, B., & Spry, A. (2014). Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism. Abstract from Australia and New Zealand Marketing Academy Conference, Brisbane, Australia.
Gruner, Richard ; Lukas, Bryan ; Spry, Amanda. / Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism. Abstract from Australia and New Zealand Marketing Academy Conference, Brisbane, Australia.
@conference{ca43eb4b6e6242f7be1cf7403d99ec31,
title = "Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism",
abstract = "This study examines the effect of customer participation in new product development (NPD) on product success. Survey responses collected from 128 matching, multiple-firm sources show that customer participation, through both online and offline channels, has a positive effect on new product success. Results also reveal that environmental dynamism moderates this relationship because it influences managers’ ability to cognitively process gathered information. This ability to cognitively process gathered information, in turn, impacts customer participation’s effect on product success, raisingthe question of whether this market research technique in itself contributes to product outcomes. Results highlight the importance of carefully orchestrating consumer involvement in the NPD process.",
keywords = "Customer Participation, New Product Development, Market Research, Survey Study",
author = "Richard Gruner and Bryan Lukas and Amanda Spry",
year = "2014",
language = "English",
note = "Australia and New Zealand Marketing Academy Conference : Agents of change, ANZMAC 2014 ; Conference date: 01-12-2014 Through 03-12-2014",
url = "http://anzmac.org/resources/view/ANZMAC-2014-Proceedings",

}

Gruner, R, Lukas, B & Spry, A 2014, 'Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism' Australia and New Zealand Marketing Academy Conference, Brisbane, Australia, 1/12/14 - 3/12/14, .

Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism. / Gruner, Richard; Lukas, Bryan; Spry, Amanda.

2014. Abstract from Australia and New Zealand Marketing Academy Conference, Brisbane, Australia.

Research output: Contribution to conferenceAbstract

TY - CONF

T1 - Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism

AU - Gruner, Richard

AU - Lukas, Bryan

AU - Spry, Amanda

PY - 2014

Y1 - 2014

N2 - This study examines the effect of customer participation in new product development (NPD) on product success. Survey responses collected from 128 matching, multiple-firm sources show that customer participation, through both online and offline channels, has a positive effect on new product success. Results also reveal that environmental dynamism moderates this relationship because it influences managers’ ability to cognitively process gathered information. This ability to cognitively process gathered information, in turn, impacts customer participation’s effect on product success, raisingthe question of whether this market research technique in itself contributes to product outcomes. Results highlight the importance of carefully orchestrating consumer involvement in the NPD process.

AB - This study examines the effect of customer participation in new product development (NPD) on product success. Survey responses collected from 128 matching, multiple-firm sources show that customer participation, through both online and offline channels, has a positive effect on new product success. Results also reveal that environmental dynamism moderates this relationship because it influences managers’ ability to cognitively process gathered information. This ability to cognitively process gathered information, in turn, impacts customer participation’s effect on product success, raisingthe question of whether this market research technique in itself contributes to product outcomes. Results highlight the importance of carefully orchestrating consumer involvement in the NPD process.

KW - Customer Participation

KW - New Product Development

KW - Market Research

KW - Survey Study

UR - http://anzmac.org/_resourceitems/1423706904ANZMAC%202014%20Proceedings.compressed.pdf

M3 - Abstract

ER -

Gruner R, Lukas B, Spry A. Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism. 2014. Abstract from Australia and New Zealand Marketing Academy Conference, Brisbane, Australia.